When consumers advertise brands online: A new theoretical model of ad effectiveness for the YouTube generation

Abstract

The proliferation of online consumer generated content (CGC) andconsumer generated media (CGM), such as YouTube, and the resultingshift of eyeballs from the traditional media to the new media formatand content are driving advertisers to explore them as brandcommunication tools. However, little is known about how CGC workswhen it is applied to a brand. In an attempt to fill the void, the presentstudy proposes and empirically tests the model that explains howonline consumer generated branded content (CGBC) influences the viewers in their attitudes and intentions to purchase the advocatedbrand. Results provide evidence for the viability of the model andindicate that CGBC works differently from traditional advertising.Implications from the findings are discussed, along with directions forfuture research.